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A Content Plan: Basics Marketers Must Know 

 May 4, 2022

Filling a website, posting on a social network, or on a blog begins with developing a content plan. It’s important to schedule publications for a period and work out consistency. Here’s everything you need to know to make a content plan.

What Is a Content Plan

A content plan is a schedule for posting content. It contains information about what, where and when it will be posted. It’s used in blogging, the SMM world and any media.

 

If a content plan is made for a business which is represented on different platforms, it’s better to prepare an instruction with a list of content for each of them. It may look like anything: from notes in your diary to a large calendar plan in a special program with shared access for employees. However, content managers often create a plan in Excel or Google spreadsheets.

Why You Need a Content Plan

From the definition, and even from the name, it’s clear that the main task of writing a content plan is to decide what and when to publish. But that’s not all. Let’s break down the non-obvious purposes of the document:

  • Proper promotion. With content, you can gently lead readers to the right actions from buying a particular product to gambling at https://www.betamo.com/, generate interest, trust, strongly attract the politics of the company, make them look at the posts, perform searches, convince them to buy and share contacts. The plan helps to follow the intended purpose, not to forget about the output of posts, to build a chain from them at any stage.
  • Consistency of work. When several employees are involved in the project, including remote ones, a content plan helps to achieve synchronous and coordinated work of the whole team.
  • The ability to plan a budget. Knowing how many articles or posts need to be published for a given period, you can calculate the cost of the content, its placement and promotion.
  • Quality of content. Having the plan of work, it’s possible to prepare materials in advance, to coordinate them and to finish them up to an ideal by the moment of release.
  • Regularity of publications. Regular placement of content is one of the conditions for focusing the audience’s attention and future growth. The scheduler helps to supply readers with portions of interesting materials in time.
  • Feedback Accounting. You can record reactions to posts right in the content plan. This gives an understanding of which posts work well and which ones were unsuccessful.
  • Saving time. If a content plan is made in advance, you won’t have to spend time coming up with the topic and content of articles later. You can even note the structure of the posts when developing the document.
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A content plan is the base you need to establish regular, targeted posting. It helps increase sales, increase reach, and optimize content creation.

For What Period to Prepare a Content Plan

A typical period for a content plan is one month. Some prefer to make a schedule for 3, 6 months, and sometimes even a year. If you have to work with a content plan for the first time, it is better to choose a shorter period, such as 7 or 14 days. This will help you analyze the key posts, the reactions of the audience, and also decide which ones were successful and which ones were left out.

 

As you go along, the content plan can change and be supplemented with trending topics, breaking news and other information.

What Content Is in Demand

Many factors influence the popularity of the content with the audience: platform, manner of delivery, originality, subject matter, and so on. In simple words, the same information presented differently can generate a huge response or go unheeded. However, there are general trends that judge whether a post will be popular or not.

  • Personal experience. The audience feels more trust in personal stories (even fictional ones) because the author acts as an expert a priori.
  • Interview. In combination with an interesting topic, this content can shoot well. It arouses interest, trust, and provokes discussion in the comments.
  • Hacks. Toolkits of recommendations and “how to make things easier” style posts are interesting for readers, and are actively shared on the Web. The only drawback is that it’s not so easy to come up with something original.
  • Guides. Articles with detailed information about something can bring traffic for a long time. Most often, users come to such content from search engines.
  • News. Attract attention, but not for long. The news becomes out of date – the traffic decreases. Such a format of posts can be used on social networks and profile (news) sites.
  • Scandals and provocations. Successful topics can cause heated discussion in the comments. But it’s important not to overdo it with provocation and censorship, because the algorithms of social networks and search engines may consider the content to be in violation of the rules.
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Regardless of the format of the publications, it’s important to remember that there is demand for content that is as useful and interesting as possible, and that the audience likes it.

Is It Possible to Work Without a Content Plan

A publication plan is a useful marketing tool that can significantly help a content or SMM manager in organizing posting and a number of other issues on a given course. But sometimes you can work without it:

  • When you don’t need to factor in the cost of content marketing and outside workers, synchronize work, and track connections to sales or other activities.
  • When content production is on track and topic selection is easy.
  • When self-promotion or limitless client trust.
  • When there is no need to coordinate topics, content, pitch.
  • When the SMM manager is independently responsible for sales through social networks and any consequences of content placement.

 

Despite this, most experts recommend having at least an outline of ideas for future publications for personal convenience.

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